Milli Lulo

Milli Lulo is a vibrant and playful fashion brand designed with a younger demographic in mind. Their styles prioritize comfort while featuring bold patterns, flowing fabrics, and effortless wearability. With distinct seasonal collections, we refresh the brands imagery quarterly to reflect the evolving aesthetic of each range.

Creative Direction & Mood

For this particular shoot, Kat, the Art Director, envisioned a Mexico-inspired theme infused with a sense of adventure. Knowing that she gravitates towards open, airy compositions that convey movement and exploration, I sought out a location that would embody that spirit. A desert-like setting with large cacti provided the perfect backdrop to create the expansive, sun-drenched aesthetic we were aiming for. The goal was to maintain a sense of fun and playfulness while ensuring the collection felt effortlessly wearable in an outdoor setting.

Location

We chose Cactus Country, a breathtaking landscape of towering cacti and desert flora. This location required a significant commitment—situated 3.5 hours from Melbourne, the round-trip alone took seven hours. However, I firmly believe that the most impactful imagery often comes from venturing to unique, less-explored locations. The extra effort resulted in a setting that elevated the entire collection, making it stand out from more conventional fashion shoots.

Aesthetic & Styling

The styling was intentionally minimal, focusing on accessories that complemented the adventure-inspired theme rather than distracting from it. We incorporated practical yet stylish elements such as hats, sunglasses, tote bags, and delicate jewellery. Footwear was also carefully considered, with wedges and boots selected over impractical heels to maintain the authenticity of the look.

From a technical perspective, I worked with the shifting sunlight to introduce natural sun flares, adding a touch of warmth and spontaneity to the images. Throughout the brightest parts of the day, I was conscious of maintaining even lighting on the model’s face to ensure a polished, flattering result in every shot.

Final Collection

Cactus Country provided an incredible sense of scale, with towering 12-foot cacti framing the compositions and creating striking visual contrasts. The variety of desert flora allowed for a diverse range of backdrops, making the final collection feel like an immersive adventure—a carefree day out in a breathtaking setting.

The campaign was a resounding success, with many of the featured pieces selling out shortly after launch. The distinct, high-impact imagery reinforced Milli Lulo’s signature style and strengthened its connection with its target audience.